SHEIN has sprung up among the four major fashion brands in the world, showing the international competitiveness of China brand.
In the rapidly changing international fashion world, SHEIN, a new generation of global enterprise in China, has achieved a sustained surge in sales with its unique "own brand+platform" dual-engine development strategy, and made its mark in the global fast fashion market. Especially in its core clothing independent brand field, SHEIN has successfully created an image beyond the traditional fashion giants by constructing and applying a flexible and efficient digital flexible supply chain and strong online retail capabilities.
Known as "upgraded ZARA", SHEIN stands out from the four giants of global fashion retail brands (SHEIN, ZARA, UNIQLO, H&M) and has become the most popular fashion brand in the world. In 2023, SHEIN once again won the global shopping APP download list and ranked second in the favorite clothing brand of young Americans. This series of achievements has continuously confirmed SHEIN’s outstanding performance in global operation, brand influence and business model innovation.
SHEIN constantly innovates its digital flexible supply chain, taking rapid response to market demand as the core, and promotes the technological upgrading and internetization of domestic garment industry. At the same time, its platform strategy uses the advantages of supply chain management to empower third-party brands and businesses and drive the internationalization of industrial clusters. This cross-industry application enhances the toughness of the industrial chain and provides innovative and high-quality products and services for global partners and consumers.
Jamie Salter, founder of ABG Group, thinks that SHEIN is rising rapidly and may become the largest fashion retailer in the world. At the end of October, 2023, ABG brand group announced that it had reached a long-term cooperation agreement with SHEIN for the Forever 21 brand, and SHEIN would design, manufacture and sell a series of Forever 21 brand clothing and accessories. In the previous transaction, SHEIN acquired about one-third of the shares of SPARC Group, which is the parent company of Forever 21. At the same time, Frasers, a well-known British fashion retail group, also announced that its brand Missguided has been transferred to SHEIN. This series of measures has further enhanced SHEIN’s influence in the global fashion industry and its localization development strategy.
In the traditional strong clothing export field of China, SHEIN has achieved a leap from product going out to brand ecological going out in an all-round way by virtue of innovative mode, and firmly grasped the three key elements of technology, sales and brand. Today, SHEIN has become a pioneer in leading the trend of global fashion industry, which has effectively promoted the transformation and upgrading of China’s clothing manufacturing industry to the brand building and technology research and development at both ends of the smile curve. This is a vivid portrayal of the upgrading and development of China’s fashion and clothing industry, and also a substantial manifestation of China’s fashion industry’s increasing influence on the international stage.
Recently, in the latest list of "Top Ten Fastest Growing Brands in America" released by Morning Consult, an authoritative consulting company in the United States, SHEIN is impressively listed, sharing the honor with top global brands such as ChatGPT, OpenAI, Facebook and Coca-Cola, and is the only global fashion brand selected, which fully demonstrates its strong growth trend and extensive influence on a global scale.
In this fierce competition of international fashion, a new generation of China global enterprise SHEIN has demonstrated the innovative power of China’s e-commerce industry with its unique online retail model and flexible supply chain for industry innovation. This strength has not only won the favor of global consumers, but also strengthened the position of China brand in the global fashion stage, which indicates that China e-commerce will lead the trend and change in more fields in the future.
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